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Creating a shopping experience that’s consistent, enjoyable, and efficient is the goal of every eCommerce business owner. Loyal customers, a reputable brand, and business growth are the result if you can achieve this goal.
But the challenge lies in the details of building the above user experience (UX) for online shoppers. Addressing each element of your eCommerce UX with intentionality is time-consuming. However, it’s non-negotiable for customer retention and success.
These seven best practices will help you create an eCommerce UX that customers can’t help but fall in love with.
Build a Strong Brand
People are attracted to businesses for various reasons, but the strength of their brands is one of the most significant. A strong brand is memorable. It provides a great first impression for new customers. That great first impression is the beginning of the user experience.
Focus on creating a solid brand before anything else. Aside from unique visual branding elements, establish a tone and personality that differentiate your eCommerce brand from the competition.
Make sure consistent branding is a part of your marketing too. Consistent branding across your marketing materials and channels will ensure you attract your target audience and keep them engaged, even in the midst of a recession or another crisis.
Understand and Meet Digital Accessibility Standards
If you want customers to have the best online shopping experience with your business, understanding what makes digital experiences accessible and meeting those standards is vital.
WCAG 2.1 level AA is the working standard for web accessibility in the U.S. You can find guidelines on the Web Accessibility Initiative website. It’s best to stretch your digital accessibility education across a reasonable amount of time.
There are many sections to tackle, and the information can get complex. So, having time to learn digital accessibility standards at a comfortable pace will make it that much easier to comprehend and apply what you learn.
Focus on Intuitive Design
There isn’t anything more frustrating for a customer than a hard-to-use website. People want to find what they’re looking for when they need it. Anything complicating this process can turn them off entirely and dissuade them from continuing a relationship with your business.
An intuitive design is critical in creating an enjoyable, seamless eCommerce UX. But what exactly makes a website’s design intuitive?
Straightforward navigation
An intuitive design rides on straightforward navigation. Not only should customers be able to find what they’re looking for with ease, but they should also be able to do so in a way that makes sense.
For example, most eCommerce websites have their menu across the top of each page. Visitors expect this. So, putting your menu on the left side of the page in a drop-down format may confuse people and complicate the process of finding what they need when they need it. Too many menu items can have the same effect.
Instead, make sure you clearly label your menu, so website visitors know how to access more information.
Stay away from clutter
Who else has gone to a website overwhelmed with the written word, images, videos, colors, ads, animation, pop-ups, and everything else? You probably exited that site just as quickly as you entered it.
An intuitive eCommerce site design stays far away from clutter. Keep pop-ups to a minimum. Ensure all your content is digestible. Maximize white space. Use animation and bold colors sparingly. And make sure that any accompanying visuals you use to make sense for the page.
Ensure accompanying visuals make sense
You’ve probably heard about how important visual content is for your eCommerce website. From product images and videos to infographics to maps, creating visual alternatives for information on your site is crucial for a good UX.
It’s all about making sure those accompanying visuals make sense and are necessary. For example, including product videos on product pages enhances the customer’s understanding of the product. But creating an infographic further explaining the product and including it on the same page isn’t necessary.
Any visuals you include on your site should elevate the customer’s experience and understanding. If the visual doesn’t pass this test, don’t include it.
Showcase Products and Services Well
Of course, you want people to visit your site to learn more about your brand and your products and services. However, you should want them to use this information to purchase your products and services.
Showcasing your products and services well will help persuade customers to do exactly that. Highlight them in ways that make customers feel like they can’t leave your site without making a purchase.
For example, you could create unique videos that show how to get the most from your products. Take stunning photographs of your products and pair them with detailed blog posts. Share user-generated content and customer reviews.
Get creative and give your products and services the stage they deserve.
Ensure Contact Information is Visible
Here’s something so simple yet impactful in the user experience: company contact information. Putting an email address at the bottom of your “About Us” page and nowhere else on your website is a pain for customers.
If they need to contact you, it should be easy to do so. Anything else will negatively affect their UX. So, make sure your company contact information is visible in as many places as possible. Whether by email, phone, text, or social media, ensure customers know how to contact you and when.
Keep the Purchasing Process Simple
When someone wants to make a purchase, the last thing you want to do is engage them in a complicated purchasing process. If there are too many steps between choosing their product and paying for it, there’s a good chance they won’t complete the process.
A simple buying procedure won’t give them time to think twice about their purchase. The process should be as simple as adding their product to their cart, clicking checkout, choosing their shipping and payment method, entering their payment details, and pressing confirm the purchase.
In addition, offer various digital payment options and enables guest checkout to ensure most customers can make purchases without issue.
Prioritize Customer Feedback
Many customers want to give businesses feedback — so much so that not being able to do so negatively affects their experience with a company.
Even if they don’t end up giving you feedback, at least make sure customers have options to do so. Let customers know where they can leave a review, whether on your website, Yelp, or Google. Give them the option to contact you directly on social media, via email, or by phone about their experience.
Welcome customer feedback. Customers will feel much more valued. And you’ll have access to information that can help elevate your eCommerce UX.
Final Words
Although this isn’t an exhaustive list of best practices for creating an exceptional eCommerce UX, it’s an excellent place to start. Your new and existing customers deserve the best experience possible with your business. Lean fully into providing it, no matter how much effort and time it takes.
